Ellie Chatfield produced a brand identity, advertisement, and publication design as a concept for a new scheme, “Life After Love”, designed to support those grieving the loss of a loved one. This package would be funded by Cruse charity, who would provide the opportunity to order it from their website.
Chatfield’s branding came from exploring themes surrounding grief. The font ‘Georgia’ was carefully selected, and also maintains the theme of the Cruse logo. The flowers in the logo represent life, commonly used at funerals, and as a gift for people grieving, they represent life and growth in a gentle way.
A mock-up of the packaging demonstrates how the Life After Love package will look. Inside would be a leaflet, to explain how to use each of the supportive materials included. Once again, the Cruse logo has been kept in mind, exploring their font choice and colour scheme throughout.
The final completed publication includes stories from those who have lost a loved one and inherited something which has a deep meaning to them. This publication is designed to show people that the memory of those dear to us lives on every day, just like the items which they have left behind.
As a part of the package, people would also receive a pin badge. These were designed with the intention to be worn in public areas, and would alert the staff that the customer may need some extra care. As part of the campaign, there would also be a requirement for staff training within participating companies, in order to make people aware about the scheme, and the use of the pin badge. To support this, a poster has been created that would be displayed in staff rooms to provide people with an understanding of the Life After Love campaign.